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iPhone 4S Cements Apple's Product Strategy Leadership Position

Apple's Cross-Device Product Strategy Drives Product Differentiation And Customer Loyalty

November 22, 2011

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Why Read This Report

Let's face it: Many observers, anticipating a redesign and a raft of hardware innovations, reacted with disappointment to Apple's iPhone 4S unveiling. Does it matter? No. Why? Because Apple launched more than just a single phone — it launched three products (iPhone 4S, iCloud. and iOS 5) that will span experiences across a wide range of Apple products. Software and services will increasingly differentiate product experiences and extend customer loyalty. Product strategists in other industries can learn from Apple by designing experiences that bridge the increasingly diverse range of connected devices. They can also learn from Apple's ability to resist the tendency to add the latest technologies to its products and from its capacity for taking risks. Indeed, we believe that Apple's decision to differentiate the iPhone 4S with the Siri voice-controlled intelligent assistant is a bet on a new user interface (UI) paradigm.

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Table of Contents

  • Apple's Latest Launch Rounds Out The Company's Product Strategy
  • Successful Product Strategy Spans Experiences Across A Range Of Devices
  • You're Not Apple, But Its Product Strategy Should Inform Yours
  • RECOMMENDATIONS

  • Product Strategists Should Exploit Apple's Innovations
  • WHAT IT MEANS

  • Siri Will Fundamentally Change Devices And The Way We Use Them
  • Supplemental Material
  • Related Research Documents

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